publication . Master thesis . 2016

Consumidor de moda: estudo da segmentação psicográfica dos consumidores femininos em Portugal

Moreira, Bárbara Sofia Salgado;
Open Access Portuguese
  • Published: 01 Jan 2016
  • Country: Portugal
Abstract
This study’s main goal is the female consumers psychographical segmentation in the fashion sector in Portugal, therefore answering the question: Which variables may influence market segments based in psychographical criteria, shopping styles and atitudes before consumers brands? It intends to contribute to a better understanding of the female fashion consumer and to help economists to understand the market as well as to choose the best strategies allowing the growth of the textile industry. It is also important for the marketing managers in the fashion industry to be able to develop the consumers psychological profile among other areas. To carry out this project...
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Subjects
free text keywords: Marca, Branding, Segmentação, Consumidores, Fashion leaders, Brand, Segmentation, Consumers, Fashion leadership, Ciências Sociais::Economia e Gestão
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2.4. Fatores que influenciam o Comportamento dos Consumidores ............................................ 9

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